Brand Partnerships Manager, Emerging Brands

Job Summary:

The Brand Partnerships Manager (Emerging & Celebrity Brands) will play a key role in building and scaling iHerb’s portfolio of emerging and celebrity-led brands, with a strong focus on successful brand launches. This role is responsible for identifying high-potential new and celebrity-backed brands, leading end-to-end launch strategies, and accelerating growth through impactful partnerships and go-to-market execution across iHerb’s global platform.

Job Expectations:

• Identify, Evaluate, and Launch Emerging & Celebrity Brands: Partner closely with Merchandising to source, assess, and onboard emerging and celebrity-led brands with high growth potential. Lead launch readiness planning, ensuring brands are positioned for successful debut on iHerb across key markets.

• End-to-End Brand Launch Strategy: Own and execute comprehensive go-to-market strategies for new brand launches, including campaign planning and promotional roadmaps to drive early traction and sustained growth.

• Campaign Development and Execution: Collaborate cross-functionally with Marketing, Creative, and Global Channel teams to develop and execute high-impact campaigns that amplify brand launches, drive awareness, and convert new customer - leveraging the unique storytelling of emerging and celebrity brands.

• Partnership and Relationship Management: Serve as the primary Marketing point of contact for emerging and celebrity brand partners, managing relationships from onboarding through post-launch optimization. Ensure alignment on launch goals, performance KPIs, and long-term growth strategies.

• Media, PR, and Launch Moments: Work closely with Communications to create compelling launch moments, including press coverage, influencer activations, and PR strategies that maximize visibility for new and celebrity-backed brands on iHerb.

• Website Experience and Launch Merchandising:  Partner with Product and Commercial Operations to build best-in-class launch experiences, including dedicated landing pages, optimized merchandising, and compelling content that drives discovery and conversion during critical launch windows.

• Performance Tracking and Optimization: Monitor launch and post-launch performance, analyzing key metrics to identify opportunities for optimization. Provide actionable insights to improve campaign effectiveness, customer acquisition, and retention.

• Cross-Functional Launch Coordination: Act as the central hub across Merchandising, Marketing, Creative, and Commercial Operations to ensure seamless execution of brand launches and ongoing campaigns across global markets.

• Portfolio Growth and Innovation: Continuously identify new emerging and celebrity brand opportunities, with a focus on trends, cultural relevance, and whitespace in wellness, beauty, and lifestyle categories. Drive innovation in how iHerb brings new brands to market.

The duties and responsibilities described above may only partially describe this position. This is not an exhaustive list of all aspects of the job.  Other duties and responsibilities not outlined in this document may be added as necessary or desirable, with or without notice.

Knowledge, Skills and Abilities:

Required:         

• Proven experience launching brands or products, ideally with emerging or celebrity-backed brands

• Strong understanding of go-to-market strategy and brand incubation within e-commerce or retail

• Excellent project management and communication skills, with the ability to lead cross-functional launch initiatives

• Analytical mindset with experience tracking and optimizing launch and campaign performance

• Strong storytelling instincts and understanding of cultural and consumer trends

• Passion for wellness, beauty, and lifestyle categories a plus

Technical & Platform Proficiency:

• High aptitude and ability to make efficient use of online productivity and communication tools, in our case with the Google Workspace suite and Asana

• Experience with Google Business Suite (Gmail, Drive, Docs, Sheets, Forms) preferred

Experience Requirements:

• Bachelor’s degree in Marketing, Business, Communications, or related field.

• 7+ years of experience in brand partnerships, influencer marketing, or related roles within consumer goods, retail, or e-commerce.

• Experience working with emerging brands, startups, or celebrity/influencer-led businesses strongly preferred 

Education Requirements: 

• Bachelor’s degree in Marketing, Digital Marketing, Business, or a related field (or equivalent work experience).

#LI-LR1